apple are the most profitable retile environments by square foot on the planet. it is that kind, the cliche is thinking outside of the box. i don't want to say that. it is not just outside the box. go to some other field, go to some other field and discipline and see how you can trigger a new association in your head that makes you approach the problem you're working on in a new way. >> host: platforms. >> guest: one great thing, this is a kind of perfect connector to future perfect. this is the way in which the books are deeply connected to each other. one thing that we have seen with technology platforms, the internet, the web, things like facebook and twitter, they have this extraordinary ability when they're done right to allow for all sorts of inno vigs on top of that platform that the creators never dreamed of. so you create your platform. you say i will set up a social networking service and it will behave in this way. then you open it up to other people who can come and build on top of that platform. when they end up doing is, if you set up the system rig